Probably not. Nonetheless, there are some amazing automation opportunities that make the life of Marketing Managers, CMOs, and PPC experts quicker and more efficient—especially for fast-growing companies that need to scale their campaigns.

PPC automation is a massive topic. In this post, I focus on automation within Google Ads. Google dominates the search market, with about two-thirds market share (roughly 90% if you include image and YouTube searches). So, if you’re looking for new business and easy scalability, the search network is one of your quickest routes.

In this post, I’ll show which PPC tasks can and can’t be automated—and share insider tips on how we automate PPC management at KlientBoost.

I’ll break this down into four major strategies within a search account:

Bidding Ad Testing Finding New Keywords Negative Keyword Refinement

Automating different functions and processes in these four strategies will save time, resources, and even ad spend.

1. Automating Bidding Strategies

So what can you do with the automated bidding strategies rolling down the Google Ads pipeline? Don’t get too excited just yet. The algorithm that Google uses has not beat, in bulk, human-optimized campaigns that are running on manual CPC.

So the simple answer? Start with manual bidding. Start low and conservative, then work your way up as you collect data—it’s the easiest way to make sure you aren’t getting caught with the highest CPC in your industry.

Google has made rapid improvements to their automated bidding strategies, like Max Conversions and Target CPA. (I’ve seen some wins with this that I’ll talk about later.) However, when I tested the automated bidding betas for over 150 of my clients, manual CPC still won out.

One of the most frequent questions I’m asked about automated bidding is which strategy to pick when. I’ve put together a quick “Use Case” table to help you. These use cases are not only backed by Google, but they’ve also been confirmed by tests in our accounts:

Manual CPC may be the starting point, but let’s not forget the goal: automating PPC performance.

Running bidding experiments in Google Ads

I’m in love with A/B testing (like, in love). But with A/B testing, you need to minimize variables.

Typically, when people decide to test a new bidding strategy, they switch an entire campaign or even account over to their new bid model. That throws another major variable into the mix—time. How Manual Bidding performed in November versus how Maximize Conversions performed in December is not a fair test.

That’s why Google Ads has the best tool: experiments! Use the experiments tool to duplicate your original campaign and change whatever you’d like without touching your legacy campaign.

So, if you’re trying to find out whether an automated bidding strategy would improve your campaign, just experiment with one before adjusting your ad spend budget. Here’s how to set up an experiment in under 2 minutes:

The steps to create your draft in Google Ads. The steps to create your experiment. The finished experiment.

As you can see above, using Maximize Conversions beat out Manual CPC by 426% percent. And the best part? If your experiment wins, you can convert it to the main campaign without losing algorithmic learnings.

Third-party software to automate bidding

For most marketers, products like Kenshoo are too expensive. Kenshoo’s system integration and automation usually run around $10,000, with packages ranging between $2,500 (up to two ad platforms) and $25,000 (more than five systems) per month.

Eventually, Google will figure out how to beat manual bidding from the start. But it’s not there yet, and I’m not the only one who thinks so. As Adam Hallas from Mindstream Media confirms, “Going to manual bidding on your typical in-house business account is usually the best long-term solution.”

Still, within the four elements of PPC automation, bidding is the only piece that could be fully automated. Ad testing, finding new keywords, and negative keyword refinement take manual work.

Here’s how to speed those up with automation—while increasing the quality of the work, too.

2. Automating Ad Testing

A couple of tools within Google Ads can speed up your ad testing. If your account is small and has under 30–50 ads, you can pause the losing ad manually and begin a new test. But for accounts with hundreds of simultaneous ads, this process won’t work.

Thankfully, with Google Ads editor, Microsoft Excel, and the use of labels, you can A/B test any element across an entire campaign in under 90 seconds:

Open up a campaign within the Ads Editor and navigate to the “ads” tab. Scroll up to the “Accounts” bar at the top and select Export > Export current view, and then open up the Excel document. Sort by the A/B test you would like to make. In my case, the “Try for Free Today” H2 lost. I’m going to replace the H2 with a new CTA. Change your test cells and label accordingly. Copy the new cells, reopen Ads Editor, and click “Make multiple changes.” (Make sure that the “My data includes columns for campaigns and/or ad groups” is checked.) Paste copied excel cells into Ads Editor. Review to make sure everything copied over correctly. Post changes to Excel and voila…you’re done!

You can view a silent walkthrough of the above seven steps in the video below:

Note: To declare a winner, track Cost per Acquisition (CPA), not click-through-rate. Anyone can place “FREE” in their ad copy and get tons of clicks, but we want to find ads that lead to quality clicks (i.e. from people who actually become customers).

But wait: What about Responsive Search Ads (RSAs)? If you aren’t aware of this new feature within Google Ads, here’s what it looks like:

The main benefit to these ads is the ability to test quickly—including multivariate testing. In the earlier example, you change only one element of the ad, which gives clarity as to what improved performance but slows overall testing.

Responsive ads allow simultaneous testing of up to 15 headlines and 4 descriptions. Google uses machine learning to test various combinations, find the best one, and show it more often.

My suggestion is to run manual and responsive testing side by side until your RSAs start to beat your manual format. Then, you can make the full switch and test RSA vs. RSA.

Since RSAs just rolled out to all accounts weeks ago, we don’t have enough data to promise that they’ll work better than manual testing. But they are another step in the right direction by Google to speed up the testing process.

3. Automating New Keyword Opportunities

Ads are important, but if you’re not maximizing the quality of traffic coming through, ads become somewhat irrelevant. So let’s focus on how to speed up the process of finding new keywords and putting them into what we call SKAGs (single-keyword ad groups).

Once campaigns are up and running, you’ll be able to identify which ones are converting. When you find search terms that are converting and have a substantial amount of impression/click volume, it’s probably worth breaking them out into their own SKAGs.

The main reason that we like breaking high-volume, high-converting keywords into their own ad groups is for bidding purposes. If the search term that’s consistently converting is coming through a broader keyword with a lower bid, you may not be reaching the full potential of that exact search.

By extracting the high-converting search term into its own SKAG, you’re able to bid more aggressively and maximize Impression Share. (For a more in-depth explanation on why we break high-converting search terms into their own SKAGs, check out this post.)

You can also download our free automated SKAG creation tool here. All the steps are within the Google Sheets template. Here’s a quick demo:

Step 1: Navigate to the “Master Exact” tab and enter new SKAG search terms into the “keyword” column.

Step 2: Navigate to the “FOR IMPORT” tab. Copy and paste all columns into Google Ads Editor under the “Keyword” section.

Note: The next steps make changes in two “Ads” tabs because we test two ads per ad group. If you only want to do one ad, change only one “Ads” tab.

Step 3: Fix H1s in both “Ads 1” and “Ads 2” tabs. (They’re currently programmed to spit out the SKAG.) Cells will highlight red if they’re over the character count limit.

Step 5: Navigate to the “ADS IMPORT” tab. Copy and Paste all columns into Google Ads Editor under the “Ads” section.

If you’ve ever had to do this work manually, it can take hours to add 30 SKAGS. Now you can do 400 in 5 minutes.

4. Automating Negative Keyword Curation

Finally, the last—and most useful—automation tool for Google Ads is the N-Gram script. This script helps find junk keywords in your campaigns that drive up unnecessary costs.

An N-gram is a phrase made of “n” number of words: a 1-gram is a single word, a 2-gram is a phrase of two words, and so on. For example, “this four word phrase” contains three 2-grams (“this four,” “four word,” “word phrase”) and two 3-grams (“this four word” and “four word phrase”).

With the N-gram script, you can parse your entire account’s search-term list into chains of 1–5 N-grams by account, campaign, and ad group. You’ll come away with stats on how each N-gram has performed.

After you’ve added the script to your account, you need to change a couple of things within the script itself:

The startDate and endDate. Set the time frame for which you want to pull search-term data. currencySymbol. Make sure that you are in the correct currency. spreadsheetUrl. For each account, add a new spreadsheet for this script to dump its data into. Be sure to add a new Google Sheets link to each N-gram script you use.

Once you’ve set up and run the script, go to your Google Sheet. It should look like this:

Based on your target CPA, you can identify all the N-grams that don’t meet the goal for the time frame you established. The N-gram script will populate all keywords in your campaigns (within your start and end date) into a single sheet.

In this sheet, you can filter by conversions to check which grams are generating zero conversions. Then, you can filter those failing to generate conversions by their CPA to see which are costing you the most. These are the terms you’ll add to your negative keyword list.

Without this script, you could be going through hundreds or thousands of keywords one at a time—manually checking each for conversion volume and CPA, then cross-comparing them. The N-gram script groups every common “gram” under one roof and identifies its performance across multiple keywords.

Be careful: Some search terms that exceed your CPA target may do so because your landing page experience is terrible, or because they’re in a bad ad group with high a bid. Make sure you manually review poorly performing N-grams before dumping them into a negative keyword list.

Conclusion

What’s the outcome of implementing these PPC automation techniques? Better performance and less time spent doing the work.

And the more time you save on your PPC wins now, the more time you have to spend on bigger wins—PPC or otherwise—in the future.

Analyzing the customer journey is pivotal to conversion optimization. But how do you track user journeys in a way that is digestible, visual, and useful?

With funnels, of course! Funnel tracking in Google Analytics is one of the best ways to identify—in detail—where you’re going wrong.

I’ll show you six funnel features in Google Analytics to boost your conversions by understanding where prospects falter in their journey.

But first, let’s define a Google Analytics funnel and explain why it matters.

What are Google Analytics funnels, and why are they important?

Website users take specific paths from start to finish, and every site has a goal for its visitors. Google Analytics funnels track this journey so that you can optimize your website and ensure visitors hit your goals.

For example, when prospects land on your homepage, you may want them to:

Navigate to the category page. Visit a specific product page. Add an item to their cart. View their cart. Make a purchase. See the confirmation page.

By analyzing how visitors browse your site, you can optimize their experience. For example, a funnel analysis that shows a high exit rate on product category pages suggests that visitors aren’t finding what they want, which could be because product filtering is clunky or unhelpful.

Ultimately, your goal is to increase conversions. Analytics funnels help you home in on the exact stage in the journey that’s causing the most dropouts.

Before we proceed to the types of Google Analytics funnels, we need to understand the difference between strict and flexible funnels.

Strict funnels vs. flexible funnels

In a strict funnel, a user follows an exact sequence of linear steps—they cannot skip or add steps. An example of a strict funnel is:

Homepage > Category Page > Cart > Checkout

However, a strict funnel is useful mainly as a model to highlight likely drop-off points in an idealized journey. In the real world, the user path inevitably varies. (Harvard Business Review has talked about the “death of the linear funnel.”) To account for this reality, you can use a flexible funnel model.

In a flexible funnel, the customer journey is fluid. Not everyone follows the same path before they become a lead or purchase a product. Some users may find the cheapest product they can and immediately place an order; others may review multiple product pages or the About page before purchasing.

Flexible funnels account for these variations. Users aren’t restricted to specific pages or a specific order. In that sense, flexible funnels are better equipped for the real-world user journey.

A visitor may still satisfy a flexible funnel’s criteria in their journey as long as they hit defined pages on the site. For example, consider this path:

At some point in their journey, users must visit the steps in bold, but they can still fulfill funnel requirements no matter which pages they visit in between.

When should you use a strict or flexible funnel?

Prospects at the top of the marketing funnel are just learning about you. Don’t worry if they fail to follow a specific path. After all, you can’t expect each person to visit the same pages (in the same order) during an initial research phase.

But once a prospect has decided to buy—when they near the bottom of the funnel—you can expect them to follow a more specific sequence of steps to completion.

If they’re visiting a miscellaneous page when they’ve already started the checkout process, you should consider it a dropout (even if they end up purchasing). A page or other site element is likely distracting the prospect from the end goal.

Identifying the drop-out points lets you start work on solutions. A funnel won’t give you the “why” behind the dropout, but you can get that answer from polls, surveys, and other qualitative analyses.

You may find that people are more likely to buy after reading the Brand page, so you’ll incorporate that content into the funnel. Or you may find that a miscellaneous Instagram link distracts users from taking the desired action.

Google Analytics funnel visualization reports

We’ve covered what Analytics funnels are, why they matter, and strict versus flexible funnels. Now, I’ll introduce six Google Analytics funnel features that track prospects’ journeys to show how to improve conversion optimization.

1. Goal funnels

Why choose this funnel type? This funnel feature is great for beginners who want an accurate report that they can expand to make more granular.

To use a Goal funnel, you must set up a goal in Google Analytics and specify the funnel path.

To do so, follow these short steps:

Go to Admin > Goals > +New Goal > Choose a Goal (e.g. Place an order). Select “Destination” Goal > Goal Details. Turn on the “Funnel” switch. Name each step of the funnel and add a URL. You can also specify whether a step is optional (flexible) or required (strict).

Once you enter the necessary information, you’ll see the results under “Conversions” in Google Analytics. Under the “Goals” section, you can access many reports to learn about user behavior, like “Goal Flow.”

There’s one major limitation: You cannot apply segments to Goal funnel reports. Goal funnels include all site visits from that view. If you want to measure performance by traffic source, device, or any other segment, you’ll need to create a custom horizontal funnel (detailed below).

2. Reverse Goal Path funnels

Why choose this funnel type? This funnel is a unique way to reverse engineer conversion problems and opportunities.

Simply put, reverse goal funnels trace a user’s path backward through your site—from conversion back to entrance. This unique pathway identifies common steps to conversion and highlights undesired steps along the way.

Once you have at least one Goal set up, go to:

Conversions > Goals > Reverse Goal Path

You’ll see a count of Goal Completions and the pages that users visited leading up to that Goal.

Currently, Reverse Goal Path lets you go back only three steps. You can export the data as a CSV and use a pivot table to find common paths or dissect the data in other ways.

Reverse Goal Path isn’t the best tool to identify common drop-offs. But it will help you check if the most common paths are the desired ones.

You may find, for example, that most visitors arrive at a goal through a long-neglected page. You can then identify a strategy to get more traffic to that page.

This funnel is only for ecommerce and requires you to turn on Enhanced Ecommerce. To see the data from the funnel, go to:

Conversions > Ecommerce > Shopping Behavior

This Google Analytics feature counts the number of user sessions for each step in the funnel. It also gives a visual display of the percentage of visitors who arrived at the current step from the previous one.

You can also drill down to specific metrics or pages. To illustrate, you can see how many sessions turned into transactions by clicking:

All sessions > Product Views > Add to cart > Check-Out > Transactions

Focus on optimizing the page with the highest percentage drop-off. One fashion accessory client of ours had a huge drop off between the homepage and a product page.

With this insight, we found a great opportunity to improve their navigation menu. The navigation menu was too small and tucked away; it didn’t showcase the products and product categories we had to offer, especially on mobile.

The Ecommerce Shopping Behavior report is great for analyzing your funnel’s performance at a macro level. Shopping Behavior shows how many people view each product and indicates which pages are least persuasive—a great starting point for optimization efforts.

This Google funnel visualization feature is a funnel within a funnel. (Funnelception!)

Also within the Ecommerce section, Checkout Behavior shows where users drop off within a checkout process, grouped by form field (e.g. email, phone, address, credit card number). You can figure out which field causes the most friction.

For instance, a user may start the checkout process and enter their email (which usually isn’t a drop-off point) but abandon the page on the payment info fields (which usually is a common drop-off point).

If that’s the case, you can explore more convenient alternatives, like adding a Paypal button or a one-click purchase button.

Why choose this funnel type? This funnel allows you to apply advanced segments to compare conversion paths for different types of visitors.

Horizontal funnels are a great way to compare drop-off points by segment. As the name suggests, funnel steps are visualized horizontally instead of vertically. The funnel tells you the abandonment rate between funnel steps (rather than the completion rate, like Goal funnels) and the number of visits for each step.

Horizontal funnels are also more accurate than Goal funnels because they don’t backfill steps. As Google explains, a Goal funnel visualization “backfills any skipped steps between the step at which the user entered the funnel and the step at which the user exited the funnel.”

To create a horizontal funnel, set each funnel step as a Goal (e.g. a product page visit). For every Goal you create after the first Goal, turn on the Funnel option and add the destination URL of the previous Goal as a single funnel step.

Once you create your Goals, select Custom Reports under the Customization section of Google Analytics and click +New Custom Report.

Add each Goal Completion to the Metric Groups section in chronological order, with the Abandonment Rate metric between each Goal Completion:

You can sort your data by any custom dimension (Landing page, City, Browser, etc.) by adding dimensions to the Dimension Drilldowns section when building your Custom Report:

Once you’ve created the report, you can add multiple segments to the same report to see how different visitors interact with parts of your funnel, which a standard Goal funnel doesn’t allow.

Importantly, you’ll be able to identify segments that behave the same except for one drop-off point. That’s how you identify key opportunities to improve the user journey. We recommend looking at prospect, returning customers, and cart abandonment segments.

The drawback to Horizontal funnels is that they can consume many of the 20 Goal slots that Google Analytics offers.

6. Custom Funnels in Google Analytics 360

Why choose this funnel type? This funnel offers robust customization to splice data by almost any variable.

Available only for Google Analytics 360 users, Custom Funnels let you create a funnel for any trackable user action or behavior. For instance, you can use pageviews and events as stages of a funnel—the possibilities are endless.

To create a Custom Funnel, go to:

Customization > Custom Reports > +New Custom Report

Then, select the “Funnel” option in the “Type” section. Below that is a “Funnel Rules” section where you can define funnel stages by Google Analytics Dimensions, including custom and ecommerce dimensions.

The beauty of this feature is that it allows you to track funnels based on specific events, like filling out form fields, which you can’t do with other funnel reports that depend on URLs. You can define funnel stages by Event Label, Action, and/or Category.

The report also lets you decide if users:

Can enter at any stage. Must enter at a certain stage. Complete the funnel in one session. Complete the funnel in multiple sessions.

The Custom Funnels report also lets you use remarketing to engage users who drop off during a specific step. (You can also create an advanced segment for that same audience.)

Using custom segments to get more granular with your funnels

Add custom segments to any funnel to splice data even further. There are endless ways to divide the data, including by geography, gender, browser, and landing page.

For instance, you can view funnel data filtered by mobile traffic only or compare mobile data side-by-side with desktop data:

Those insights can help you prioritize areas of your site for optimization. For example, if the mobile version of your site is doing poorly, you can identify the most frustrating parts of the user experience.

Conclusion

Patching the holes in your user journey offers a huge opportunity to increase sales. But to patch those holes, you need to know where they are. A strict funnel is an outline you can use to create a flexible funnel—the type that users actually follow.

The six Google Analytics funnels covered in this post identify drop-off points at a macro and micro level. Finding the right one for your site depends on the type of site you manage (e.g. ecommerce vs. lead gen) and the level of detail you want in your reports (e.g. segmented vs. not).

Drop-off points help you identify which pages or page elements merit testing to improve performance. That testing, in turn, reveals why potential customers are dropping off—and what to do about it.

Would you be interested in a tip that will help maximize your results?

(And not just on Facebook, but with any traffic network?)

Then you’re in luck.

Because in this post you’re going to learn a simple Facebook ad trick that will free the untapped profits that are hiding in your ad campaigns. It’s easy to do, but don’t let that fool you—it’s a powerful tip to help convert more of those near-sales into new sales.

How It Works

Before we dive into the specifics, let me use a simple metaphor to help you understand how this tip works.

Think of your sales funnel as a series of steps. Together, they make a staircase.

In order to reach the top of the stairs (aka make a purchase), your customers have to take each step, one at a time, in the correct order.

At each step in this process, you’re bound to lose people. Perhaps only 40% of the people who reach step A make it to step B. Maybe 60% of those people reach step C. And only 10% of those people reach step D. And so on.

If you’re a regular DigitalMarketer reader, you already know the way to squeeze more profit from this funnel (and get more leads, customers, and sales). You just need to find the steps where the most people are getting stuck and come up with solutions to help them get unstuck.

But that begs the question:

How do you do that? How do you get back in front of those “stuck” people and get them moving through your sales funnel once again?

The answer, in a nutshell, is remarketing.

What Is Remarketing?

Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to.

If you’ve been following us long here on DigitalMarketer, you’ve probably heard quite a bit about remarketing. But you may still have a few questions about how it works.

Basically, remarketing allows you to keep track of the people who visit your website. Then it gives you the power to follow them around on the web and show them relevant ads and offers that have to do with what they viewed on your site.

Here’s an example of remarketing at work:

See those 2 ads highlighted in red?

The reason I’m seeing these 2 ads on Entrepreneur’s website is because I recently visited both of these websites. As a result, they know there’s a good chance that I’m interested in their service and so they’re willing to pay to show these ads to me.

Now those ads are being shown on a 3rd-party website through an ad platform such as Google Adwords. But you can also do remarketing on Facebook, Instagram—just about any traffic network out there.

Here’s an example of one of DigitalMarketer’s remarketing ads on Facebook:

The awesome thing about using Facebook for your remarketing is that it’s relatively simple to set up. There’s no extra software to install or learn. If you have the Facebook pixel installed, then you already have everything you need to keep track of what people do on your website.

And once you know what people have done on your website, it’s not that hard to figure out what kind of relevant offer makes the most sense to promote to them.

Keep this in mind:

Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to. Or that they wouldn’t take the next step if they had another opportunity.

There’s a good chance that life simply got in the way: they got busy, their phone ran out of battery, something distracted them.

And when that kind of thing happens, the best thing you can do to help move people along through your sales funnel is to give them a gentle reminder.

That’s exactly what remarketing does, and that’s why it’s such a powerful way to improve your advertising.

In fact, let’s talk about that for a second.

Just how important is remarketing, anyway?

Why Remarketing is More Important Than Ever

In the early days of digital marketing, there was no such thing as remarketing. But today it’s a vital part of any successful ad campaign.

And it’s only becoming more and more important over time.

Why? Because traffic campaigns are getting crowded. And all that competition is leading to increased prices.

Over the past 2 years, the average cost per customer rose by roughly 40% at DigitalMarketer. All as a result of increased traffic costs (primarily on Facebook).

Yes, you read that right—40%. That’s a big increase. A 40% increase in the cost of customer acquisition could mean the difference between a company that’s profitable and one that’s not.

Fortunately, there are ways to offset these rising costs. And remarketing is one of those ways.

Through the strategic use of remarketing, we’ve been able to increase our conversion rates by 2-4% overall on any given page. So a page that converts at 8% without remarketing can convert at 10-12% with it.

That’s huge!

And remarketing is especially powerful on Facebook. Historically, the cost for remarketing ads on FB is way cheaper than the cost for clicks to cold traffic. Cheaper clicks + warm traffic = high ROI campaigns and more customers flowing into your business.

I would go so far as to say that remarketing is the best way to quickly get a measurable improvement on your conversion rates and your overall advertising performance.

But…

(And that’s a big… well… let’s just say Sir Mix-a-Lot would like that “but.”)

Remarketing is like a can of worms.

Once you open it up, you realize that you can use remarketing just about anywhere!

And in order to enjoy the benefits of remarketing, you have to be able to figure out WHERE to remarket for the best results.

So how do you do that? How can you figure out—quickly, simply, and easily—where to focus your remarketing efforts?

That’s what you’re about to learn in the rest of this post.

How to Find The Best Place To Do Remarketing

When deciding where to do remarketing, it all comes down to one thing:

Opportunity.

When deciding where to do remarketing, it all comes down to one thing: Opportunity.

You want to focus your remarketing on the steps in your sales funnel with the most opportunity. If 300 people are stuck on step C in your funnel, and 2,000 are stuck on step D, doesn’t it stand to reason that step D has more potential than step C?

Because more opportunity = more leads, sales, and revenue.

And when it comes to measuring this opportunity, there are 2 ways you can do it:

1. Measuring Opportunity with Google Analytics

One way to measure potential is by using Google Analytics (GA). Google Analytics is really powerful. You can use it to do super deep-dives and get really detailed in your analysis.

But the downside to GA is that it’s slower, manual, and requires more math. It also requires quite a bit of learning if you’re not already an advanced user.

So yes, GA is a great tool. But for most people reading this, it’s probably not the best way to get started. Instead, I recommend…

2. Measuring Opportunity with Traffic Platforms

What you can do instead is measure opportunity using the remarketing lists that are already built into your favorite traffic platforms. That’s what I’m going to show you how to do in this blog post.

Your traffic platform’s remarketing lists are flexible and auto-updating. They’re a great way to get quick insights to help you make smart marketing decisions.

I’m going to show you how to do this using Facebook remarketing audiences, but don’t think you have to use Facebook for this. You can take the same principles you’re about to learn and apply them to Adwords or any other traffic platform you want.

OK, if you’ve been following along then you know that you’re about to learn how to find the best place in your sales funnel to do remarketing.

And you’re going to learn how to do it quickly and easily using your ad network’s built-in remarketing lists.

But in order to make this method work, there are 2 things you’re going to want to do. These 2 things are the secret sauces that make this method really work.

Exclusion Model

In order for these remarketing lists to work, you need 2 pieces of information for each step of the funnel:

The URL of the last page in your funnel that the person reached The URL of the next page in the funnel (the page they didn’t reach)

For example, say you’re creating a list of people who reached your order form but didn’t complete their purchase.

In that case, you know that they reached the page yourwebsite.com/order-form. You also know that they did NOT reach the page yourwebsite.com/order-confirmation.

So in the language of your ad network, you want to INCLUDE people who reached yourwebsite.com/order-form. And you want to EXCLUDE people who reached yourwebsite.com/order-confirmation.

This way you’ll be targeting everyone who reached the order form but failed to complete their order.

Make sense?

Here’s an example of what this looks like in Facebook:

Pretty much everybody understands the “Include” half of this equation. But it’s a common mistake for people for forget the “Exclude” part of it. Remember that you need both parts if you want to narrow down your funnel opportunity on a step-by-step basis.

Naming Conventions

When creating these audiences, you’ll have an easier time if you use a consistent naming convention. The naming system I like to use is:

Media – [Funnel Name] – [Stage Letter] – [Stage Description]

When you follow a consistent naming convention like this, it becomes super easy to sort and filter. That way, you can quickly see all the funnels steps you want at a glance.

For example, here are all the stages for our “FB Ad Templates” funnel:

Having all this information right there in the name of the audience also makes it easy to filter them so I see only the audiences I want. For example, if I want to compare all of our paid traffic campaigns, I just filter for the word “Media.” If I want to look at one specific funnel, I filter for the name of the funnel (like “FB Ad Templates”).

I can also compare similar stages across funnels. For example, if I want to compare all of our audiences of people who reached the shopping cart but didn’t make a purchase, I filter for “Cart No Purchase.”

So when you put this all together, you get a screen that looks like this:

Take a look at that for a moment and just think how useful it is. You can see at a glance how many people are stuck at each stage in the funnel.

Want some immediate revenue? Well, there are 3,400 people who abandoned their shopping cart. Remarketing to those people is going to generate some instant sales.

Or maybe you need more leads? You can see right away that 28,000 people reached the Lead Magnet page but didn’t opt-in Remarketing to those people will give us an influx of new leads.

And because I use the same naming convention for all of our funnels, I can do something like this:

Here you see all the people who are stuck at step B in one of our funnels. This view makes it really easy to compare the traffic potential in each of our funnels side-by-side.

Step-by-Step Example

Let me walk you through a quick step-by-step example from one of our funnels at DigitalMarketer. This might be a good time to follow along with one of your own funnels.

Next, you want to create a Facebook audience for the people who got stuck at each step of the funnel. To do that, the audience should include everyone who reached a certain URL:

Then, exclude everyone who reached the URL of the next stage of the funnel:

Make sense? If we target everyone who reached the opt-in page, but who didn’t reach the sales page, then we’ll see how many people got “stuck” on that step of the funnel.

Next, I prefer to set the date ranges for 180 days, so we have more data to work with:

And finally, use the naming convention you learned (or come up with your own) to make it easy to compare different funnel steps:

When you complete the process, you’ll end up with something like this. It’s a list of funnel steps that show exactly how many people got stuck at each step in your funnel:

The awesome thing about this view is that all you need to interpret it is a little common sense. You don’t need any sort of special tool or calculator to understand what’s going on here.

Another useful trick is to put this data in a spreadsheet, so you can compare the performance of several different funnels at once.

Here I’ve added the data for 3 of our funnels, so you can see exactly how many people made it to each step in each of them side-by-side:

What sort of actionable information can you take away from this quick and easy chart?

First of all, take a look at the “Perfect Blog Post Templates” funnel. In row 3 (step B) you see that only 4,300 people saw the opt-in page and didn’t opt in. But in the next step, we had 21,000 people who opted in but then didn’t add the product to their cart.

So the Lead Magnet section of this funnel is working great. But the sales page might need a little work.

And if we were going to run a remarketing campaign for this funnel, we wouldn’t run it to opt-in page visitors. Instead, we’d run it for people who viewed the sales page.

OK, now I want you to give it a try. Take a look at the spreadsheet above and answer this question:

If we wanted more immediate sales, where should we run a remarketing campaign? Which funnel, and which step in that funnel?

(I’ll give you a minute to think.)

(Hey, no peeking!)

OK, hopefully, you took a minute to think about that.

If we wanted more immediate sales, the best place to retarget is shopping cart abandoners (step D). So scanning that row, you can quickly see that the Facebook Ad Templates funnel has twice as many cart abandoners as the other funnels. So that’s where I would start with a shopping cart remarketing campaign.

You now have a simple process you can use to analyze traffic volume and potential in your sales funnels using Facebook remarketing lists.

But we’re not done yet.

Because with this strategy in place, there are some even more advanced things you can do to help really skyrocket your paid traffic results.

First, however, there’s 1 disclaimer I should make.

Disclaimer: Only Use This for Funnels You Trust

I want to mention a caveat to keep in mind.

You should only use this process on funnels you trust. Funnels that work. That convert well.

You should only use this process on funnels you trust. Funnels that work. That convert well. That you’re comfortable sending paid traffic to.

Think about it for a second. Let’s say you run traffic to a funnel that is losing you money. Maybe the opt-in page and sales page convert really poorly.

If you send a lot of traffic through this funnel, it might show up as a high-opportunity place to do some remarketing. But there’s nothing to be gained from sending traffic to a funnel that doesn’t convert. That’s just throwing good money after bad.

So keep that in mind when going through this process. If your funnel isn’t converting well enough to turn a profit, spend more time optimizing it before you start remarketing heavily.

Facebook Ad Advanced Tip 1: Choosing New Primary Traffic Campaigns

So far, you’ve learned how to use this process to improve the performance of your existing traffic campaigns. But you can also use it to help discover new traffic campaigns that you should be running.

It works along the same lines—by finding content on your website with high opportunity.

Here’s how it works.

First, come up with a list of keywords that come up a lot in your content.

For example, some of our frequent keywords at DigitalMarketer include “Facebook,” “social,” “Adwords,” etc.

Then create a Facebook audience for each of those keywords. And make sure to exclude anybody who has already opted in for any Lead Magnets relevant to those keywords.

For example, at DigitalMarketer we have a Lead Magnet called “The Customer Avatar Worksheet.” It’s a downloadable worksheet that you can use to help define your customer avatar and fine-tune your advertising for the right kinds of people.

But how well are we doing with this Lead Magnet? Are we doing a good job of getting people who are interested in this topic to opt-in for the worksheet? Or do we need to create a new ad campaign targeting these people?

To find out, we would create a custom audience like this:

This creates a list of everyone who has read a blog post with the words avatar, research, or customer, but did not sign up for the Customer Avatar Worksheet.

And we can use the size of that audience to judge how much opportunity there is around this topic. If the audience is really small, then we know it’s not worth going after these people right now. But if it’s a big audience, then maybe it’s time to start targeting it with a new traffic campaign.

So far, I have been using the longest possible date range (180 days). This is helpful because it gives you the biggest possible audience size. Generally speaking, larger audiences will help make trends more visible.

But if you shrink down the date range to something much more recent, say the past 10 days, you can use it as a sort of health check. Those recent audiences will let you know anytime something breaks.

For instance, let’s say you notice that nobody has made it past your opt-in page over the past week. That’s probably a good indication that something is broken on your site.

This can help you stay on top of technical problems, so you don’t lose business to 404 pages and other website errors.

Facebook Ad Advanced Tip 3: Finding New Hooks for Lead Magnets

You can also use this process to keep your finger on the pulse of what your website visitors are interested in. And by doing that, you can measure when it’s time to create a new Lead Magnet to bring more leads & prospects into your sales funnels.

For example, at this writing, we do not yet have a Lead Magnet that’s geared toward helping people to create a Facebook Messenger chatbot. However, we know that this is a topic that’s growing in popularity. So sooner or later we may want to create one.

One way we can keep our finger on that pulse and measure the popularity of chatbots is by creating a Facebook list of anyone who visited a blog page containing relevant keywords like “chatbot” and “Messenger.”

Here’s what that might look like inside Facebook:

Do this for all the main keywords that come up regularly in your content, and just keep track of the volume. When you notice any of these audiences start to grow in size, you’ll know it’s time to create a new Lead Magnet on that topic.

Facebook Ad Advanced Tip 4: Track Other Traffic Sources in Facebook

Earlier in this post, I mentioned that increasing ad costs are becoming a big problem for many advertisers. This has been especially true on Facebook, where more and more companies start advertising every day. More competition = higher prices.

Luckily, this is an area where remarketing can help cut your costs. Because as I mentioned, retargeting ads on Facebook are historically much cheaper than front-end ads.

So what a lot of marketers are doing is using cheaper traffic networks to drive cold traffic at a lower cost. (Networks like YouTube, Google Display Network, Bing, and so on.) Then they use Facebook to remarket to those people once they’ve entered your funnel.

This way you avoid the high cost for running front-end ads on Facebook. And as a result, you can save significantly on your ad spend without sacrificing performance.

A Great Reference for Developing Remarketing Copy & Hooks

In this post, I’ve shared a process you can use to find the funnel steps with the most opportunity for remarketing.

But simply knowing WHERE to remarket is only half the battle. The next step is actually digging in and creating a high-converting remarketing campaign, complete with eye-catching images, benefit-rich copy, and a compelling call-to-action.

You now know how to find the parts of your business that have the most potential for remarketing.

And with the Boomerang Traffic EP, you’ll get everything else you need to finish putting together an effective remarketing campaign that brings promising leads back to your website, so they can complete their purchase.

You’ll discover tricks for coming up with good ad creative, get access to copy templates, learn the exact bidding strategy that will maximize your leads while lowering your costs, and much more.

How to Put This Facebook Remarketing Tip into Action

Now that you have a step-by-step process to find the highest-opportunity spots for remarketing in your sales funnel, how should you get started?

Here’s what I recommend.

Start with your biggest funnel. The one that drives the most new sales and customers to your business. And go through the process you just learned, finding the step in that funnel with the biggest opportunity.

And remarket to the people who are getting stuck at that step.

That’s the way to make sure you’re getting the absolute best bang for your remarketing buck.

Then continue to repeat the process for additional funnel steps whenever you can. The process doesn’t take much time, so if you find yourself with an extra 15 minutes, go through it again. Each time you’ll find the next-highest opportunity for remarketing.

Easy, right? Just take it one step at a time, and watch those sales funnels start doing their job and funneling more and more new customers into your business.

It can be intimidating to put your hard-earned money into an ad without knowing if it will actually be worth it. Luckily, you’re not alone. According to Statista, over 6 million brands are currently advertising on Facebook, each trying to craft that perfect ad that speaks directly to their audience, in hopes of turning a stranger into a customer.

Earlier this year I taught an Elite Workshop on launching a brand-building social media strategy in which I highlighted the importance of analyzing your competitors. One of the exercises that we worked through was diving into the “Info & Ads” section on our competitors’ Facebook pages. You know, the handy dandy tab on Facebook pages that allows you to see all of the active ads a brand has published on their account. To my surprise, many of the entrepreneurs that attended weren’t even aware that this was a feature available to them.

Ever since Facebook rolled out the “Info & Ads” section, shortly after their first big data scandal with Cambridge Analytica, I’ve been using this feature as a way to analyze how big brands are crafting ads on the platform. After all, they’re the ones who have the money to try and fail at scale, so why not use them as a guide to what types of creative, copy, and offers seem to be working best.

Let’s take a look at how 47 of the biggest brands on Facebook are using the platform to attract new audiences and expand their customer base.

Facebook Ad Example #1 | Allbirds

What Makes this Ad Great: This video ad for Allbirds grabs your attention with an animated character on top of a static image. They prove their value with a customer testimonial and ensure you’ll agree by offering a risk-free trial. They never mention the word “comfort” and instead rely on the imagery and descriptions to allude to the fact that these shoes are, in fact, comfy!

Facebook Ad Example #2 | Best Buy

What Makes This Ad Great: The video ad for Best Buy relies on quick, stop-motion style cuts to grab your attention while showing off the unique capabilities of the product at the same time. The best part is that the ad talks about what YOU can do with the product instead of just what the product can do.

Facebook Ad Example #3 | Brandless

What Makes This Ad Great: This video ad features quick cuts between products to capture your attention as you’re scrolling through the newsfeed. In addition, the ad features a customer testimonial focused on the cost benefit of these products and ends with the main feature of the company: offering 300+ everyday essentials for $3 each.

Facebook Ad Example #4 | Glossier

What Makes This Ad Great: Glossier uses a great example of social proof, featuring a Tweet as a customer testimonial in this eye-catching video ad. The use of Twitter in Facebook’s Newsfeed is disruptive and piques interest in a unique way. Simple, yet super effective.

Facebook Ad Example #5 | Root Insurance

What Makes This Ad Great: Root uses color and interesting imagery to capture attention with this ad. This strange-looking, brightly-colored car grabs the user’s attention, and the copy highlight’s the main benefit for the user in 3 different places.

Facebook Ad Example #6 | Dollar Shave Club

What Makes This Ad Great: The video ad starts off as a meme, and quickly moves into highlighting the features of the product in addition to customer testimonials. The quick cuts of this video ad grab the user’s attention and the checklist within the copy makes it easy for the user to understand the benefits without having to read every word.

Facebook Ad Example #7 | Hulu

What Makes This Ad Great: Hulu is already so well known that they don’t even highlight any of the features of the product other than the price. Using quick animations and color changes, this video ad grabs user attention and highlights what Hulu believes to be an undeniable offer to attract new subscribers. They also add in the element of scarcity by highlighting that this offer is only available for a limited time.

Facebook Ad Example #8 | Purple Mattress

What Makes This Ad Great: This video ad shows an unrealistic and over-the-top scenario to show a main selling point of the product that users are able to understand within seconds. Nobody is actually going to be building card towers in bed, but within 3 seconds it is clear that with this bed you won’t disrupt your partner, no matter what. The copy makes no mention of the feature highlighted in the video and instead focuses on their risk-free trial period.

Facebook Ad Example #9 | Intercom

What Makes This Ad Great: This video ad highlights a customer testimonial that quickly slides into the frame as a way to quickly capture attention. The copy paints the picture of what their ideal customer has already done, and wraps up by offering to be the tool to bring your efforts altogether. Next, the copy highlights a feature of the platform that is reinforced by the image of the egg with a chat bubble. Finally, the ad copy ends by highlighting their trial period and hinting that the trial is only available today.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #10 | Fuego Box

What Makes This Ad Great: Instead of highlighting the product, this ad focuses on what the product can transform. In this case, hot sauce is the product, but the delicious looking burger is what draws the user in. The ad copy has nothing to do with the product but instead highlights the quirky and fun nature of the brand. Finally, the call to action (CTA) at the end explains exactly what the product is, and invites the user to the site to shop.

Facebook Ad Example #11 | The North Face

What Makes This Ad Great: This ad features a collage of images to create a compelling video that captures attention with quick cuts and inviting colors. As you watch, you can see the different uses for the product as well as the different variations. Another important feature of this ad is eye contact. The people within the ad are looking directly at the user, ushering in a feeling of connection that is an invisible, but powerful force.

Facebook Ad Example #12 | Hootsuite

What Makes This Ad Great: EMOJI! This ad is perfect for the brand considering the popularity of emoji on social media. The kicker is the fact that the emoji is insinuating that this offer is a secret, provoking feelings of exclusivity and an elevation of status for the user. The copy then reveals the secret and confronts the user with a rhetorical question.

Facebook Ad Example #13 | Whole Foods Market

What Makes This Ad Great: This ad is a great example of using the carousel ad format in a unique and captivating way. By making the photos feel like they are connected invites the user to engage with the ad by clicking the arrow to the right. On top of that, Whole Foods is using the pumpkin trend during the fall season to capitalize on what people are interested in at the time that they are seeing the ad.

Facebook Ad Example#14 | Airbnb

What Makes This Ad Great: This video ad quickly asks a question and immediately offers you a tool to help you answer. Extra money is very desirable for most people, and Airbnb makes sure to highlight that within the copy by showing the user their best-case earning potential with the platform. Finally, this ad speaks directly to the users within a specific location, utilizing personalization to make the ad resonate more with the target audience.

Facebook Ad Example #15 | Lyft

What Makes This Ad Great: Everyone likes free money, and this ad showcases exactly how Lyft can give it to you. This ad assumes the user already knows what the platform does, but uses the photo to provide some additional context. Finally, the CTA leads users directly to the download button, with specific instructions of how to claim their free money.

Facebook Ad Example #16 | Yeti

What Makes This Ad Great: Quick cuts capture the user’s attention, while also highlighting the many ways the Yeti brand fits seamlessly into the active lifestyle of the target audience. With no mention of features, the ad copy taps into the ethos of who the product is made for, allowing the user to feel elevated by the brand.

Facebook Ad Example #17 | BURST

What Makes This Ad Great: Notice how this ad does not come from the brand itself? Instead, Burst partnered with an influencer to showcase the product and paid the influencer to publish the ad using the influencer’s ad account. The video itself is extremely captivating as well by using 2 objects that are never used together to showcase the product’s effectiveness. Finally, the ad rounds out with a coupon code and a nod to the fact that people are ‘raving’ about this product.

Facebook Ad Example #18 | Warby Parker

What Makes This Ad Great: Here we see another ad that features a quiz. Notice, too, how the quiz is available through Facebook Messenger, making the process very easy for the user. The ad starts by posing a question and offering a solution for the user if the answer is yes. The photo then highlights the diversity in the product line while avoiding distracting the user’s attention away from anything but the glasses.

Facebook Ad Example #19 | Bonobos

What Makes This Ad Great: This ad hits directly on a pain point that the product solves. Nobody likes laundry day, so this ad works to ensure that this product will make it less of a hassle. The use of a quote also helps to put words in the user’s mouth, making it easier for them to see how this product will make their life better.

What Makes This Ad Great: This ad hooks you in with the photo, which insinuates that these razors will produce a soft, smooth, and comfortable shave. The copy dives into the customer pain point of high-priced razors and explains exactly how this product can be the solution.

What Makes This Ad Great: This ad is targeted directly to users who already use the platform and dives into new features that have become available. Instead of trying to acquire new customers, this ad focuses on revenue expansion of their current members.

Facebook Ad Example #22 | Better Mortgage

What Makes This Ad Great: This simple video uses a dynamic customer testimonial that puts emphasis on the 5 stars. Notice, too, how the testimonial highlights the pain point that the product solved. In addition, the copy establishes credibility by mentioning the size of their current membership base, making the user more comfortable with the product.

Facebook Ad Example #23 | ZipRecruiter

What Makes This Ad Great: This ad gets right to the point and qualifies the user immediately by posing an extremely simple question. ZipRecruiter knows that the hiring process can be complicated, so they highlight the fact that they are an all-in-one solution, with the added bonus that it’s free.

Facebook Ad Example #24 | quip

What Makes This Ad Great: At first glance, this ad doesn’t look like much. But at a closer look of the photo, the ad showcases the fact that this product is better than others due to its smaller size. The copy alludes to the fact that the product can be the guide for the customer, which is a super important quality for attracting and converting an audience.

Facebook Ad Example #25 | Infusionsoft

What Makes This Ad Great: This video ad uses the popular “meme” format to highlight the pain point that this product solves. The video also features a relatable person who makes eye contact with the user and reinforces how this product will help them.

Facebook Ad Example #26 | StubHub

What Makes This Ad Great: This video ad is simple yet effective. If you dive into StubHub’s other ads, you’ll notice that every game each week is the “game of the week” in their respective cities. This ad taps into the elevation of status by “highlighting” this specific game, while also ensuring that the tickets bought on the platform will not be fake.

Facebook Ad Example #27 | Grubhub

What Makes This Ad Great: The goal of this ad is not to get users to download an app or sign up for a service, but instead join in on the conversation. This is a great example of using a polarizing topic to drive curiosity that results in clicks back to a website.

Facebook Ad Example #28 | DoorDash

What Makes This Ad Great: Before any mention of the product, this ad features exactly what the people want… FOOD! By showcasing what potential foods a user could buy, the ad focuses in on the positive outcome that downloading the app can solve.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #29 | UglyDrinks

What Makes This Ad Great: This is another video ad that hooks the user in with quick cuts and bright colors while highlighting what makes the product different from competitors. In addition, the copy features a customer testimonial that highlights all of the features that make the product great.

Facebook Ad Example #30 | Bombas

What Makes This Ad Great: This video ad captures attention with quick cuts (a quality that keeps popping up in this list) and highlights the many designs and scenarios that the product makes sense for. Within the copy, the user is presented a coupon and in the CTA the philanthropic nature of the brand is touched on.

Facebook Ad Example #31 | Snap Kitchen

What Makes This Ad Great: Again with the quick cuts and bright colors. I’m beginning to think this is the most common and potentially most effective formats… This ad immediately focuses on the pain points that the product solves, provides a coupon, and highlights the lowest cost option to attract as many people as possible to the site.

Facebook Ad Example #32 | Chomps

What Makes This Ad Great: This ad does a lot to highlight the features of the product, but also makes sure to include a heavy hitting customer testimonial to tie it all together. Even the coupon code highlights a quality of the product. Now that’s just plain smart.

Facebook Ad Example #33 | mahabis

What Makes This Ad Great: What’s this? You guessed it! Another video ad with quick cuts to capture the user’s attention, a coupon code, and a customer testimonial. The ad also uses the element of scarcity to encourage immediate action.

Facebook Ad Example #34 | Nespresso

What Makes This Ad Great: Now this is just genius. I don’t think I even need to describe what makes this ad so great.

Facebook Ad Example #35 | AllModern

What Makes This Ad Great: That’s a lot of words to read in an ad, but the graphical nature of the words makes this feel right at home on Facebook. The ad highlights the complexities of life and how AllModern can help simplify.

Facebook Ad Example #36 | Wayfair

What Makes This Ad Great: (This is actually and IG Stories Ad, but it’s too cool not to include) This video ad uses a popular format, the boomerang, which users are familiar seeing on social media platforms. By blending in, this ad feels less like a promotion and more like content, while highlighting a unique product in Wayfair’s inventory.

Facebook Ad Example #37 | Salesforce

What Makes This Ad Great: Holidays are a stressful time for retailers and Salesforce knows that. They also know that their product is not something that a user will choose to purchase directly from a Facebook ad. So, they utilize content that helps their target audience to get through the hardest quarter of the year.

Facebook Ad Example #38 | Shutterfly

What Makes This Ad Great: Did somebody say “lead magnet?” This ad offers up something free to entice users onto the website. Shutterfly is the ultimate lead magnet machine and they don’t shy away from that fact with the majority of their Facebook ads.

Facebook Ad Example #39 | Ollie

What Makes This Ad Great: Quick cuts, loud colors, cute puppies, and a coupon make this video ad unstoppable. Pair that with an emoji checklist of product features and the dogs will be howlin’ at the moon. Okay, I’m sorry. That was too cheesy.

Facebook Ad Example #40 | Ladder

What Makes This Ad Great: This is another ad that does a great job at tackling a customer pain point right from the start. The ad is very relatable and it does an excellent job of scheduling the time to sign up for life insurance without interrupting the customer’s day.

Facebook Ad Example #41 | Social Media Examiner

What Makes This Ad Great: This ad is a great example of turning a single photo into a video. It does a great job of capturing attention with a variety of moving elements and follows that up with a massive discount to entice the user to visit the site and attend the conference. Notice, too, that the ad uses the element of scarcity to nudge the user to act fast.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #42 | Slack

What Makes This Ad Great: K.I.S.S. I’m not talking about the band, but instead the acronym for “keep it simple, stupid.” This ad captures attention with eye contact and bright colors and uses one line of copy that hits on a customer pain point.

Facebook Ad Example #43 | Spotify

What Makes This Ad Great: This ad is really smart. Instead of paying for everyone to see this ad, they are relying on those that do see it to spread it further. Brands can’t tag specific users in ads, so why not have the users do it for them. This ad is a fun way to keep costs low, but reach a lot of people.

Facebook Ad Example #44 | Upright

What Makes This Ad Great: At first glance, this ad almost looks like a normal user’s Facebook post, helping to capture attention by getting the user to ask, “wait, who is that?” In addition, the video highlights what the product does, the bottom photo shows where to use it, and the photo on the right shows what the product looks like. This ad accomplishes a lot in a small amount of space.

Facebook Ad Example #45 | Daily Harvest

What Makes This Ad Great: As Ezra Firestone mentions on The DigitalMarketer Podcast, customers today are interested in the story behind a product more than ever. This ad does exactly this. Instead of focusing the copy on the features of the product, they focus on the story behind it. Not only that, this ad features a testimonial from a reputable source, building trust amongst the target audience.

Facebook Ad Example #46 | Myro

What Makes This Ad Great: This is another example of an ad that uses a reputable source’s testimonial in the copy. The photo includes eye contact, a glance at the product, and a simple tagline to help paint the picture of how this product will make the customer feel.

Facebook Ad Example #47 | DigitalMarketer

What Makes This Ad Great: Last, but not least comes, an ad from us here at DigitalMarketer. The quick cut between the front of the template and what’s inside is what’s used to capture a user’s attention. The copy then goes on to accomplish a few things. First, a pain point is addressed and solved. Next, the copy works to overcome objections. Finally, the copy puts the user in a relatable scenario, enticing them to continue reading and eventually download the free resource.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)